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More and more people over 55 surf the Web
2006-10-09
Until recently a typical Lithuanian Internet user was associated with a young person who is curious about the world and technological novelties. With the development of the global Net increases also the number of people using its unlimited resources. How then the portrait of a typical Lithuanian internet user looks like today?
According to the results of the gemiusAudience survey, the number of Internet users in Lithuania in July 2006 amounted to 908 299 and was higher than in July a year earlier by 15,77 per cent. The resources of the Net are used almost by the same number of women (50.19 per cent) and men (49.81 per cent). When it comes to gender then, no substantial changes were recorded in comparison to the results of the survey carried out a year earlier.
Lithuanian Internet users are well educated (27.79 per cent declares higher or uncompleted higher education) and young (43.48 per cent Internet users are 24 or younger) people. It is worth noticing however that every year the number of people aged 55 and over searching through the content of www pages increases. This year in July the group accounted for 6,05 per cent of all Internet users, which was higher by 1.7 percentage points than in the analogical period of last year.
76,68 per cent of Internet users connect to the Internet at home. The result is better by 10 percentage points than in the previous year. This big increase in the number of people using the Internet at home shows the fast rate of growth of the Internet market in Lithuania. The Internet, as it is well known, is a great tool facilitating work. As the July results of survey show, 45,22 per cent users connect to the net at their jobs. There was however a decline of over 3 percentage points over a year - it should be attributed to bigger and bigger reach of the net at homes. The least popular are Internet cafés, visited by only 3,14 per cent of Internet users (4.41 per cent in July 2005).
When it comes to the professional status, Lithuanian Internet is dominated by two groups: specialists and office workers (audience composition 32.75 per cent) and students (audience composition 32.10 per cent). Further there are workers and technical workers (audience composition 9.66 per cent), and high/middle lever managers (audience composition 8.85 per cent). The most difficult to encounter on the Web are pensioners and farmers (audience composition 1.02 and 0.69 per cent respectively).
What websites on the Lithuanian Internet are visited most willingly? As every month, the question is answered by the results of gemiusAudience survey. In the ranking of the most popular websites the first eighth places are occupied by the same sites as the month earlier. In the latest Top 10 orai.lt makes its debut, with its reach of 14.5 per cent and 10th place. The reason for happiness should also have people running and loving supermama.lt, which advanced from 10th to 9th place in the ranking. Among the most popular Lithuanian websites the one at which Internet users spend the most time is one.lt. In July an average Internet user spent there 9 hours 49 minutes and 20 seconds. It is worth mentioning that the average time that Internet user spent in July in the Net was 11 hours 03 minutes.
When we compare the current and previous year's results of the gemiusAudience survey, it is clearly visible that ever bigger number of Lithuanians use the Internet. It happens mostly thanks to the easier and easier access to it and its presence in constantly bigger number of households (a year ago two thirds of Internet users accessed the Net from home - now it is three quarters). The results also show that dynamic development of the Internet influences the socio-demographical profile of Internet users. And the unique methodology of the gemiusAudience survey allows for tracking these changes on a monthly basis, also with the same frequency provides, among other things, information on where a given Internet user looks for the object of their interest and how much time they devote to it.Gemius Baltic - Gemius Baltic is a part of the largest online research agency providing its services on the Central and Eastern European markets - Gemius SA. The Gemius group has been conducting online research since 1999. Gemius Baltic provides professional research, analytical and advisory services to all brand name clients of the online market. We offer a wide range of complex research types, providing data on: the Internet users' behavior (gemiusTraffic), the Internet audience profiles (gemiusProfile) or online advertising campaign effectiveness (gemiusEffect). In-depth, elaborated reports and analysis, prepared by Gemius, provide accurate, high-quality knowledge about the Internet market. Our Clients' and Partners' portfolio includes Lithuanian and international companies. Gemius Baltic, in cooperation with Delfi and Adnet.lt conducts gemiusAudience research - a standard for audience measurement of the biggest Lithuanian web sites. gemiusAudience is a Reach/Frequency audience measurement type of research and it consists in creating and maintaining a panel of the Lithuanian internet users research together with a 'site-centric' type of research.
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